With the increasing variety of graduate programs available, understanding your target audience is crucial to recruitment. Graduate students have long been treated as a monolith that can be marketed to exactly the same. In reality, the demographics and psychographics of graduate students attending different types of programs vary substantially. From our survey of 1,300 graduate/professional students, we’ve pulled together some infographics to show just how varied the personalities, preferences, and motivations are across this diverse group.
How they search
Websites and general search engine searches ranked high for both graduate degree and certificate seekers when it came to where students were searching for program information. This highlights the importance for institutions to continue reviewing website intuitiveness, Search Engine Optimization (SEO), and Search Engine Marketing tactics, as they are vital in providing a smooth experience for the prospect and competing effectively in the marketplace.
